The Anatomy of Landing Pages that Convert

What makes one landing page great and another mediocre? Catchy words? Form length? Every expert has their own opinion, but one thing is for sure: for your landing page to convert, you must plan in detail and carry out creative testing. Remember that what works for someone else might not necessarily work for you. If you want to know the secret of landing pages that convert, this post is for you. Try any of these tactics to give your landing page a competitive advantage.

Value Proposition

What are you offering your site’s visitors? Your offerings should be in line with the message you put on your landing page. Remember that for people to buy from you, you must offer a solution. Your product or service must meet their needs and requirements. Your unique selling point is what makes your business different from others. Use a killer headline to tell people the problem your product or service will solve. Research shows that you have less than 1 second to convince visitors to stay on your landing page. If you don’t communicate your unique selling point quickly and concisely, they will leave.

Have a great subtitle that convinces your visitors about how irresistible, dependable, great, and essential your product is. Come up with 10-50 diverse selling points that you have and write them down using the following questions as a guide:

§ What distinct feature does your product offer that sets it apart from other products?§ In what way are you a better option than your competitors?§ What are you offering?§ What problem are you solving?

Narrow down your answers and use only the best and most convincing ones on your landing page.

Videos and Images

In most cases, visuals convert better than text. Have a video explaining your product in detail. Also, add an image of the product. Images draw attention more than any other thing. They are very easy to relate to and communicate ideas better than text. The quicker you are able to capture your visitors’ attention, the longer they will stay on your landing page.

The best images are those that show off your unique selling points. You can add an image of your product, business, or happy clients. This portrays your business as personable and enhances the visual appeal of the page. But avoid using too many images. Excessive use of visuals can distract your visitors. Only use pictures to upgrade your message. Test the effectiveness of videos and images to see what your site visitors respond to. Track the page’s conversions keenly to see what works for you.

Clear List of Benefits

Landing pages that convert have one thing in common: they list great benefits. They don’t use too many words to get a point across. If you don’t tell visitors what your product or service does, you might as well not create a landing page. People dislike reading long paragraphs that beat around the bush, use bullets to list your key points. The key points should focus on the benefits of using your product. They must be related to and expound your unique selling points. Lists increase focus and decrease your bounce rate.

Tell the visitor what they will get and why they should buy from you. The explanation you give should be benefit-oriented. For example, instead of saying, “We maximize social media,” you should say “We help you to engage better with your audience.”

Powerful Call to Action (CTA)

Creating a call to action is a very important task. This is because the call to action you use can make or break your landing page. It gives the visitor a single choice for action and should stand out on the page. Here are a few things to keep in mind when creating a call to action:

Make it big – the bigger it is, the more it will get noticed. Use compelling words. The words you use will determine how your site’s visitors respond to the page. Make sure it contrasts with the rest of the page. Use a contrasting color in your call to action to capture attention and coerce people to click. Ensure it’s a button. People usually expect CTAs to be clickable buttons – make it easy for them.

User-Friendly Copy

A landing page that converts has a brief and engaging copy. Utilize a captivating headline, call-out boxes, subtitles, and bullets (for long text). Use different hues to point out the most critical information. Every word and sentence on your landing page must support your call to action. If it doesn’t, it’s of no use. Use a few words to tell your visitors what they want to know, and they will respond to your call to action.

As well, avoid using terms such as “submit”, “click here”, and “purchase now.” Get resourceful and use phrases such as “I want my free account,” “Yes, I need my free newsletter,” “Yes, send me more great information.”

Reliable Testimonials

Build your credibility by including trustworthy testimonials in your landing page. People like knowing they aren’t guinea pigs, that other people have used a product before them and endorse it. When visitors see a great testimonial on your landing page, they will know they can trust the service or product. Your landing page must have testimonials from real people. Every testimonial must be accompanied by a picture or a video of the person. Ensure the testimonials are backed by real numbers and data.

Multiple Methods of Contact

If you want to show your visitors that you are legit, provide various methods of contact. Give an email address, a phone number, a physical address, and a contact form. You can even integrate a popup that allows visitors to chat with customer representatives. These show that you are a real company and go a long way towards helping you to build customer trust. They also help you to get rid of any friction in the conversion funnel.

Creating a killer landing page is a difficult undertaking, but it is doable. Always remember that your landing page is the face of your business; if it’s not appealing, no one will want to know more about your company. If it is, it will turn website visitors into leads and customers. Now that you know the secret of landing pages that convert, go and make yours.